FRM Google Ads Growth (Local Leads)

Turn Google into a predictable booked-job engine — not a “marketing expense.”

Google is where intent lives. When someone’s furnace quits, a breaker keeps tripping, or a water heater starts leaking, they don’t scroll social. They search.

The problem: most Google Ads accounts are set up like a slot machine. Random keywords, bloated “smart” campaigns, weak landing pages, messy tracking, and no operational feedback loop. You get spend, clicks, and “leads” — but you can’t reliably answer the only question that matters:

How many booked jobs did Google generate, and at what cost?

FRM’s Google offer is built to solve that with a tight, productized system: disciplined conversion tracking, weekly optimization, and a simple scoreboard tied to real outcomes.

What we do: Google that drives booked calls

This isn’t broad “digital marketing.” It’s not “brand.” It’s not a dozen channels at once.

It’s Google executed like an operator would run it:

• Google Search Ads (core demand capture)

• Google Local Services Ads (LSAs) (high-intent lead flow with trust signals)

• Selective Google products when they serve the goal (not because they’re available)

Everything is optimized for qualified leads and booked jobs, not vanity metrics.

The FRM approach: tight scope, high leverage

Most agencies fail because they try to do everything and can’t do any of it well.

FRM wins because we constrain the problem and measure what matters:

• One location (to start)

• One service line (to start)

• A small set of Google placements that match intent

• One clear scoreboard tied to calls, forms, qualified leads, and bookings

That makes it measurable, manageable, and scalable.

What’s included (and why it works)

1) Demand-capture Search campaigns (not a Franken-account)

We structure your account around intent, not guesswork:

• High-intent keyword sets (service + city + “near me” patterns)

• Tight ad groups that match real search behavior

• Negative keyword strategy to block junk

• Match type discipline (so you don’t pay for irrelevant clicks)

Goal: more qualified calls, less wasted spend.

2) Ad copy that matches how real customers choose

Home service customers don’t want hype. They want confidence.

We build ads around:

• Speed + reliability (same-day/next-day when true)

• Professionalism and clarity (what happens next, no pressure)

• Trust signals (licenses, warranties, years in business where applicable)

• Clean offer framing (value, not cheapness)

This improves CTR and lead quality — which lowers cost over time.

3) Landing page + conversion path optimization

A lot of accounts “work” until you realize the landing experience is killing conversion.

We tighten:

• Mobile-first page speed and UX

• CTA hierarchy (call first, then form)

• Trust elements that reduce friction

• Tracking integrity (so you know what’s real)

If your page is weak, you’ll pay materially more per lead for the same traffic.

4) Tracking that ties to reality

If tracking is sloppy, optimization is fake.

We implement clean measurement for:

• Calls (and call quality where possible)

• Form submissions

• Qualified lead criteria (so you don’t chase garbage)

Then we report what matters: cost per qualified lead and the operational inputs that affect it.

5) Weekly optimization + budget discipline

Google rewards accounts that are actively managed.

We run a weekly cadence that focuses on:

• Search term reviews + negatives

• Bid and keyword pruning

• Ad iteration based on performance

• Geo/device/time-of-day adjustments

• Budget reallocation to what’s producing

This is how accounts improve instead of slowly decaying.

Local Services Ads (LSAs): “Google Guaranteed” lead flow, run properly

LSAs can be a monster channel for home services — or a frustrating mess — depending on setup and operations.

What LSAs do well

• Puts you at the top with strong trust signals (“Google Guaranteed/Screened” where applicable)

• Often produces high-intent leads (calls/messages) from people ready to hire

• Can be a strong complement to Search by capturing demand Search doesn’t win

What breaks LSAs

• Slow response times (LSA punishes you for it)

• Poor dispute process / sloppy lead quality management

• Weak categories, wrong job types, and bad geographic targeting

• Not enough reviews (or the wrong review strategy)

How FRM manages LSAs

• Category and job-type alignment (so leads match what you actually want)

• Geo targeting that avoids dead zones and junk areas

• Bid/budget pacing to prevent “all spend, no control”

• Lead quality actions: disputes, bookings feedback loop, and operational coaching

• Review strategy to increase both ranking and close rate

Bottom line: LSAs are not “set and forget.” They’re an operational channel as much as a marketing channel.

Other Google products (used selectively, not automatically)

Most agencies turn on everything because it’s easy. That’s how budgets get burned.

We only add additional Google placements when they have a clear job to do and we can measure whether they’re helping.

Common options (when appropriate):

• Remarketing (Display/YouTube remarketing): stay in front of high-intent visitors who didn’t book yet, especially in competitive markets.

• Performance Max (PMax): can work in certain cases, but only with strict conversion discipline, clean exclusions, and a clear understanding of what it’s actually driving.

• YouTube (rare for small local unless you have strong creative + tracking): useful for larger markets/brands, typically secondary to Search + LSA.

If it can’t be measured cleanly, it doesn’t get budget.

Who this is for

FRM Google is a fit if:

• You serve a defined local market

• You have a real service line to sell (not “we do everything”)

• You can answer calls and follow up (or you’re willing to fix that)

• You want a clear scoreboard and accountability

If your operation can’t handle leads reliably, Google will expose that fast. We’ll tell you straight.

Pricing (simple, productized)

• $2,500/month management

• $2,500/month minimum ad spend

• $1,500 setup fee (waived with 90-day prepay)

Scope: Google lead generation focused on Search-first, with LSA management included when applicable. Start with 1 location + 1 service line, then expand intentionally once performance is stable.

No discounts. No “guaranteed leads.” We do guarantees the honest way: clarity, execution, and measurable progress.

What you can expect in the first 30–90 days

• Week 1–2: Build + launch, tracking verified, early signal collection

• Weeks 3–6: Waste reduction, tighter match to intent, lead quality improvement

• Weeks 7–12: Scaling what works, stabilizing CPL, improving conversion path

Results depend on your market, competition, and ops. But the system is consistent: structure → measurement → iteration → compounding efficiency.

Ready to make Google predictable?

If you want Google to be a controlled growth lever — not a monthly mystery — FRM will run it with discipline and accountability.

CTA: Book a Google Fit Call

We’ll confirm fit, diagnose the biggest leaks (ads, landing pages, tracking, lead handling), and map a 90-day plan to drive qualified calls you can turn into booked jobs.